“In the future, content marketing will become more strategic. We‟ll start front-loading the planning with extensive customer research to make informed decisions and not making content as marketers and calling it „content marketing‟.” Adria Saracino, Head of Outreach at Distilled@stephpchang Stephanie Chang
Content Funnel Awareness Trigger Search Consideration Buy Stay Where does this content sit on the conversion funnel?@stephpchang Stephanie Chang
Content Metrics Consumption Sharing Metrics Metricshttp://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/ Lead Generation Sales Metrics Metrics What metrics do we want associated with this piece of content?
Content Funnel + Metrics Awareness Consumption Metrics Trigger Share Metrics SearchLead Generation Consideration Metrics Buy Sales Metrics StayConsolidation of Content with Different Metrics Based on Where It Sits in the Funnel
Rate Your Content 1 Grade: 2 Grade: 3 Grade: 4 Grade: 5 Grade: Easy to Informative Credible Useful Unique UnderstandRate content with a grade of 1-5. Where does most or your content sit on this scale?
Pull Data to See How theContent Has Historically Performed
Analytics + SEO Metrics Traffic LRDs PageViews PA Avg Time on Site MozRank Entrances/Exits Conversions Bounce RateCreates a benchmark – how has previous content performed in comparison to new content?